During the recent times the creativity has been at its best. With so many entertaining and amusing ads and moreover not many ad able to cause pain like watching any of the Ekta Kapoor's TV family drama. Ads like many of the recent in the Hutch's different talk time recharge card campaign, Centre fresh's- centre fresh khaiye aur juban pe lagam lagaiye, Chloromint's - chaparghanchu ye bhi koi kabbadi khelne ka waqt hai, Reliance Mobile's- India me muft ki advice bahut milti hai or Ye India ka cricket hai biddu, Pepsi's ads- Kahin aap dada ko bhool to nahi gaye or hamre dress ka naap le lo for 2011 world cup..So many to count these ads were the ultimate source of entertainment. But, while making an ad one must take care of some basic things. If ads sole purpose is fun and to entertain then you can go up to any level of nonsense and in that case you must avoid any reference to a serious issue.
I got the idea to write this post while watching a very popular ad campaign of Idea Mobile with having Abhishek Bachchan playing the role of a sarpanch. Though this ad seems to be very popular these days because it is being telecasted very frequently but what I didn't like about this is that it tries to make the mockery of a very complicated and long existing problem of Indian social system and moreover a curse to society- the so called caste system. This ad just tries to undermine the real problem behind this caste, creed, race or religion based discrimination. This matter is not such that one can make fun of it. This needs some serious thought and research not the funny advertisement.
Start looking closely at nay of these discriminations caste based, religion based, race based or of some other form the problem is far more complicated and has many more background to it than just a name. Take caste based system for example- at the macro level names today can hardly tell anything about a person's caste and at micro level i.e. at a village level it's not the name rather it's the image of person in front of you and your thinking leads to caste based treatment. The root cause of the problem is not the name rather it's the mindset and the values inculcated by the parents, teachers and moreover by the social system. Just you try thinking of someone's cast by looking at his/her name. Believe me you will not get any idea about it unless you really care about the caste. So, what is the real cause?? So, the need is to change the mindset of people and not their name.
These caste or religion comes in picture only where we want them. Even if the name reveals caste or religion , things remain unchanged where we are not at all interested in such nonsense details. Take the example of Hindi film industry. It is mostly dominated by the Khans. But, how many persons have you find yet telling that he/she didn't like a movie because a Muslim was the actor in it. Because we watch movie for entertainment and that is why we don't show any interests in actor's caste/religion. Another good example is Cricket. Irfan Pathan- the guy who has seen the highs and lows of life at a very young age. But the sides he saw because of his game and his religion was of no use and had not played any role.
So, at any stage of life these caste/creed/religion comes to play a role only when the people want to take use of it!! In this technically advanced world, these birth based (caste/creed/race/religion based) discrimination is real shame on human beings. In India these catse and religion based systems have been real hurdle in the path of development and even a danger to the integrity and sovereignty of secular democracy of India. Our political and religious leaders have gained maximum out of it. This is because of them the walls of religious and caste systems are still rock solid. We need to demolish the walls of such systems. We need to treat every human being in a manner which is not affected by his/her birth time credentials.
So, by just replacing the name with numbers will not give the solution. This may just result in a funny ad. If we will still remain interested in such details of caste and religion then the number system will not stop us for sure. In fact, because of technical and legal complications the phone numbers are more hierarchical (though in geographical perspective but then also if someone is too bothered about a person details..he will decode out of number also). So, even in number based system it will take hardly any time in drawing the lines of caste and raising the walls of religion. The basic need is that we need to understand the importance of being a human. We need to realize that these man made boundaries are of no use. We need to change our mindsets first and then if needed change these names!!
So, please no more funny ads on any serious topic. Stop this please..What a bad idea sirjee!!!
I got the idea to write this post while watching a very popular ad campaign of Idea Mobile with having Abhishek Bachchan playing the role of a sarpanch. Though this ad seems to be very popular these days because it is being telecasted very frequently but what I didn't like about this is that it tries to make the mockery of a very complicated and long existing problem of Indian social system and moreover a curse to society- the so called caste system. This ad just tries to undermine the real problem behind this caste, creed, race or religion based discrimination. This matter is not such that one can make fun of it. This needs some serious thought and research not the funny advertisement.
Start looking closely at nay of these discriminations caste based, religion based, race based or of some other form the problem is far more complicated and has many more background to it than just a name. Take caste based system for example- at the macro level names today can hardly tell anything about a person's caste and at micro level i.e. at a village level it's not the name rather it's the image of person in front of you and your thinking leads to caste based treatment. The root cause of the problem is not the name rather it's the mindset and the values inculcated by the parents, teachers and moreover by the social system. Just you try thinking of someone's cast by looking at his/her name. Believe me you will not get any idea about it unless you really care about the caste. So, what is the real cause?? So, the need is to change the mindset of people and not their name.
These caste or religion comes in picture only where we want them. Even if the name reveals caste or religion , things remain unchanged where we are not at all interested in such nonsense details. Take the example of Hindi film industry. It is mostly dominated by the Khans. But, how many persons have you find yet telling that he/she didn't like a movie because a Muslim was the actor in it. Because we watch movie for entertainment and that is why we don't show any interests in actor's caste/religion. Another good example is Cricket. Irfan Pathan- the guy who has seen the highs and lows of life at a very young age. But the sides he saw because of his game and his religion was of no use and had not played any role.
So, at any stage of life these caste/creed/religion comes to play a role only when the people want to take use of it!! In this technically advanced world, these birth based (caste/creed/race/religion based) discrimination is real shame on human beings. In India these catse and religion based systems have been real hurdle in the path of development and even a danger to the integrity and sovereignty of secular democracy of India. Our political and religious leaders have gained maximum out of it. This is because of them the walls of religious and caste systems are still rock solid. We need to demolish the walls of such systems. We need to treat every human being in a manner which is not affected by his/her birth time credentials.
So, by just replacing the name with numbers will not give the solution. This may just result in a funny ad. If we will still remain interested in such details of caste and religion then the number system will not stop us for sure. In fact, because of technical and legal complications the phone numbers are more hierarchical (though in geographical perspective but then also if someone is too bothered about a person details..he will decode out of number also). So, even in number based system it will take hardly any time in drawing the lines of caste and raising the walls of religion. The basic need is that we need to understand the importance of being a human. We need to realize that these man made boundaries are of no use. We need to change our mindsets first and then if needed change these names!!
So, please no more funny ads on any serious topic. Stop this please..What a bad idea sirjee!!!
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